Why Klaviyo?
As a B2C brand, you're likely in multiple tools a day. The average desk worker logs into 11 tools a day (Desk workers use nearly twice as many apps as they did in 2019, Gartner finds).
And each tool brings its own data set, its own story, and its own limitations. That disconnection is what makes it hard to move fast.
As the autonomous B2C CRM, Klaviyo brings real-time customer data, intelligence, and agents together in one place, so brands can stop managing complexity and start driving growth. Not only are you cutting down on the tool toggling, but you can capture data to personalize at scale and deliver a truly consistent experience across every touchpoint.
By the end of this lesson, you'll know what the Autonomous B2C CRM framework is, how its three core components work together, and what each of the five product pillars actually does.
What exactly is Klaviyo’s B2C CRM?
Whether you're new to Klaviyo or just need a clean way to explain it to someone else, this video walks through what it is, how it's structured, and how to talk about it with colleagues. And friends and family (if they're into that kind of stuff…)
The Three Components of the Framework
Klaviyo's Autonomous B2C CRM is built on three interconnected components. Together, they give brands the full picture of who their customers are, what they need, and how to reach them. Click the graphic below to learn about each component.
Klaviyo Solution Overview
Klaviyo's autonomous B2C CRM runs on two foundations: K:Data Platform, which connects and unifies customer data, and K:AI (Klaviyo AI), which acts on it. Those foundations power three pillars: K:Marketing, K:Service, and K:Analytics. Here is an overview of each Klaviyo Solution, what it helps you accomplish, and its key features.
Klaviyo Solution Overview
Klaviyo's autonomous B2C CRM runs on two foundations: K:Data Platform, which connects and unifies customer data, and K:AI (Klaviyo AI), which acts on it. Those foundations power three pillars: K:Marketing, K:Service, and K:Analytics. Here is an overview of each Klaviyo Solution, what it helps you accomplish, and its key features.
Klaviyo solution | What it does | Key features |
K:AI | Overview: Klaviyo AI powers high-quality agents and deep personalization across the platform. It's what allows brands to move faster without losing control of the experience. What it helps you accomplish:
| Marketing Agent, Customer Agent, 1:1 personalization |
K:Marketing | K:Marketing brings every channel into one place, so brands can reach customers wherever they are, with messaging that actually resonates. What it helps you accomplish:
| Omnichannel campaigns, flows, forms, SMS/RCS, WhatsApp, social, Customer Hub |
K:Service | K:Service helps brands manage the full customer relationship, from self-service experiences on the website to one-on-one support conversations. What it helps you accomplish
| Customer Agent, Helpdesk |
K: Analytics | K:Analytics gives brands intuitive, actionable reporting so they can stop guessing and start making data-driven decisions. What it helps you accomplish
| Reporting, Attribution, Customer Insights |
K: Data platform | K:Marketing brings every channel into one place, so brands can reach customers wherever they are, with messaging that actually resonates. What it helps you accomplish:
| Omnichannel campaigns, flows, forms, SMS/RCS, WhatsApp, social, Customer Hub |
Klaviyo’s Autonomous B2C CRM is not just a product. It's a new way of running your business, where data, intelligence, and agents work together so your team can focus on what matters most.
Throughout the rest of this certificate, you'll go deeper into each pillar and see exactly how these tools come to life across real marketing, service, and analytics use cases.